Secret Squirrel

What Secret Squirrel does

Secret Squirrel Wine L.L.C. is a privately owned winery headquartered in Walla Walla, Washington, that produces premium estate-grown wines from vineyards in the Columbia Valley AVA. Its commercial portfolio centers on a 2018 Rhône Blend and a 2018 Cabernet Sauvignon, joined by curated wine bundles and gift card or merchandise items, all sold under the Secret Squirrel brand.

The company's technical differentiation rests on native (wild) yeast fermentation combined with extended maturation in concrete vessels and French oak barrels, applied to estate fruit from a single American Viticultural Area. Production volumes are not disclosed, and the winery explicitly varies its wine styles vintage to vintage based on what the estate provides, indicating a small-batch, handcrafted operating model rather than a scaled industrial one.

Secret Squirrel runs a direct-to-consumer go-to-market, primarily through a Squarespace-powered e-commerce storefront at secretsquirrel.com, supplemented by a multi-state wholesale distributor network and a recurring wine club. Marketing is concentrated in organic social (Instagram and Facebook) plus an email newsletter, and shipping is restricted to most US states excluding AK, AR, AS, CT, DE, GU, MP, MS, RI, UT, VI, and WV. The company has no disclosed funding, headcount, leadership roster, patents, awards, or partnership agreements in the available data.

Name

Secret Squirrel

Legal name

Secret Squirrel Wine L.L.C.

Website

https://secretsquirrel.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Secret Squirrel Wine L.L.C. is a privately owned Walla Walla, Washington winery producing estate-grown Columbia Valley AVA wines using native yeast fermentation and concrete and French oak aging, sold direct-to-consumer online, via wholesale distributors, and through a wine club.

Ownership category

akta.pro rank

Product category

Winery

NAICS

Beer, Wine, and Liquor Retailers (445320)

SIC

Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)

akta.pro primary industry

Premium, Rare & Collectible Alcohol Retail (Fine Wine/Spirits) (CRANAAAJ)

Keywords

• Premium wine production
• Estate-grown wines
• Wine club subscription
• Direct-to-consumer wine
• Columbia Valley wines

Headquarters

HQ city

Walla Walla

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Direct-to-Consumer Wine Sales: Wines are sold directly to consumers through the company's e-commerce website. Products include current release wines, bundle packages, and gift cards/merchandise. This is a one-time purchase model where customers buy bottles or cases of wine online.
2. Wine Club Membership: The company operates a wine club program where members can enroll to receive regular shipments of wine. This generates recurring subscription revenue from club members.
3. Distributor Sales: Wines are also sold through a network of distributors, allowing the company to reach customers through wholesale channels in addition to direct sales.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Secret Squirrel is a privately owned winery that produces premium, small-batch wines from estate vineyards in the Columbia Valley AVA. Its core offering consists of a wine collection (Rhône Blend and Cabernet Sauvignon varietals) fermented with native yeast and aged in concrete vessels and French oak barrels, sold directly to consumers via its own e-commerce storefront, complemented by curated wine bundles, gift cards, merchandise, and a recurring wine club membership.

Product overview

Secret Squirrel is a privately owned winery producing premium wines from Estate Vineyards in Columbia Valley AVA. The product portfolio consists of three main offerings: the core Wine Collection featuring estate-grown Rhône Blend and Cabernet Sauvignon wines (fermented with native yeast and matured in concrete and French oak), Wine Bundles offering curated multi-bottle combinations, and Gift Cards & Merchandise for gifting purposes. All products are sold through the company's Squarespace-powered e-commerce platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Secret Squirrel Wine Collection Premium wines (Rhône Blend and Cabernet Sauvignon varietals) produced from Estate Vineyards in Columbia Valley AVA, fermented with native yeast and matured in concrete and French oak, sold to individual consumers through the online shop.
• Wine Bundles Pre-selected combinations of Secret Squirrel wines offered as curated multi-bottle bundles for purchase, typically at discounted pricing relative to individual bottles.
• Gift Cards & Merchandise Gift cards and branded merchandise sold through the online shop for gifting and brand promotion purposes.
• Wine Club Membership Subscription-based wine club program that delivers regular shipments of Secret Squirrel wines to enrolled members, generating recurring revenue and customer relationships.

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Scale indicators1 record

Recent moves4 records

Expansion highlights4 records

Direct peers

• Leonetti Cellar: Foundational Walla Walla estate winery producing premium Cabernet Sauvignon and Bordeaux-style blends from Walla Siding and Mill Creek vineyards. Closely comparable as a small-lot, estate-grown Walla Walla producer with allocation-driven demand.
• Waters Winery: Walla Walla winery producing estate and Columbia Valley wines across a broader portfolio including Cabernet Sauvignon and Rhône-style reds. Comparable as a Walla Walla-based producer with DTC and local-tasting-room distribution.
• Spring Valley Vineyard: Walla Walla AVA estate winery focused on single-vineyard Bordeaux varietals, particularly Cabernet Sauvignon. Comparable as a multi-generational, estate-only producer with similar DTC and restaurant-distribution channels.
• Woodward Canyon: Estate Walla Walla winery producing Cabernet Sauvignon, Merlot, and Rhône-style wines from estate vineyards. Directly comparable as a Walla Walla Valley producer of premium estate-grown red wines with DTC and distribution.
• Amavi Cellars: Walla Walla Valley estate winery producing Rhône- and Bordeaux-style wines from sustainably farmed estate blocks. Directly comparable as a smaller-scale estate producer of estate-grown red wines in the same Walla Walla sub-AVA context.
• L'Ecole No. 41: Historic Walla Walla Valley winery producing estate and sourced premium Bordeaux- and Rhône-style wines. Comparable as a Columbia Valley/Walla Walla estate producer with established DTC and wholesale distribution.
• Cayuse Vineyards: Walla Walla Valley estate winery known for terroir-driven, biodynamically farmed wines with low-intervention winemaking. Directly comparable as a premium, estate-grown producer in the same region with a strong DTC/mailing-list allocation model.
• Tranche Cellars: Boutique Walla Walla winery producing estate and sourced red wines with a chef-driven hospitality component. Comparable as a small, craft-focused Walla Walla producer with similar limited-production positioning.
• Charles Smith Wines (Substance / House of Smith): Originated as a Walla Walla-based premium wine label known for bold packaging and DTC-led growth. Comparable as a Columbia Valley/Walla Walla winery that scaled via strong branding and direct sales before being acquired by a larger portfolio.

Broad incumbents

• Ste. Michelle Wine Estates: Washington State's largest wine producer, headquartered in Woodinville with significant Walla Walla AVA-sourced production across a broad portfolio. Comparable as the incumbent Washington producer whose scale and distribution contrast with Secret Squirrel's small-batch estate model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/secretsquirrelwines
• Instagraminstagram.com/secretsquirrelwines
• LinkedInlinkedin.com/company/secret-squirrel-wines

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Secret Squirrel